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Haier’s survival strategy to compete

with world giants


Abstract:

The aim of this paper is to analyze the internationalization of Chinese companies; in particular, the very successful
case - the Haier Group. This paper focuses on using a case study methodology to analyze Haier's survival strategy
to compete with world giants. The following issues have been addressed to meet the respective objects: first, the
Uppsala stages model and Haier's internationalization process; secondly, analysis and evaluation of Haier's
strategic internationalization, using Dawar and Frost's survival strategy theory to compare with Haier's
internationalization strategy; and finally, to explore the motives underlying Haier's entry strategy and development.

Keywords:

Internationalization, Uppsala Stages Model, Exporting, Foreign Direct Investment, Joint Venture

Introduction

Since China’s WTO entry, the Chinese household electrical appliances industry, as well as
other industries, is facing the reality of a globalising world economy and multi-global
challenges, such as the environmental challenge, the competitive challenge, the collaborative
challenge, the organisational challenge, the worldwide learning challenge and the
management challenge (Bartlett and Gholshal, 2000).
The Haier Group has set up a successful example in facing these realities and challenges.
Competing with the global giants, Haier’s strategy mainly concentrates on their constant
efforts towards internationalisation.
In the past decades China was an insignificant player in international business. China is an
underdeveloped country, a major FDI recipient and a late mover, with limited technological
innovative capabilities. As for the Chinese internationalisation processes, little research has
been conducted until now-- the so-called new era of accelerated internationalisation. This may
be mainly because of China’s particular history and geographical situation.
The aim of this paper is to apply a case-study approach to assess the relevance of
internationalisation models and theories in analysing Haier’s specific empirical evidence.

The Uppsala stages model and Haier’s


internationalisation process


FDI: foreign direct investment

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The basic assumption of the Uppsala model is that companies are expected to follow a
sequence from low to high commitment modes of operation and enter new markets with
successively greater psychic distance. The stages are: No regular export activities—Export via
independent representatives—Establishment of an overseas sales subsidiary—Overseas
production (Andersen, 1993). Haier’s internationalisation process generally complies with this
model in two distinguishing aspects: exporting and FDI.

Exporting
QGRF, predecessor of the Haier Group, started to export in 1986.From the establishment of
the Haier Group in 1992 till the year 2000, Haier’s total exporting revenue rose to US $2.8
million, to over 160 countries and regions. The exported items were refrigerators, washing
machines, freezers, air conditioners etc., in white, black and cream, 69 types, 10800 items.
Haier exported 60% to European countries, 20% to Japan, 16% to Southeast Asia, and 4% to
other places. Haier owns 56 trading centres, 11976 service centres, and 38000 sale offices
abroad. Exporting helped Haier to gain their marketing share in the international market and
prompt Haier’s brand to worldwide customers. The exporting records are presented in Table1.
Table1: Records of Haier’s exporting
Year 1986 1993 1994 1995 1996 1997 1998 1999 2000
Amount 300, 1,800, 1,840, 4,200, 5,000, 5,636, 7,565, 1.38bn 2.8bn
(US$) 000 000 000 000 000 000 000
In line with the Uppsala model Haier started their internationalisation through exporting. It
was sporadic and in limited quantities via agents before the establishment of the Group.
Having started its exporting as indirectly (i.e. QGRF), the Group quickly moved to exporting
directly. These gradually stage transition allowed Haier to gain first hand experience in
internationalisation. During these primary stages Haier’s exporting was initially to Germany
based on a licensing agreement. At later stages Haier intensified their exporting to not only
developed countries but also developing countries through multiple channels.

FDI overseas
Early in 1992, Haier’s refrigerators were first exported to Indonesia, and were welcomed by
the distributors and customers there. In 1995, Indonesia’s Sapporo Ltd visited Haier twice to
inspect their product quality and management system, as Haier was interested in Indonesia’s
potential large market so it started its first step in FDI overseas in Indonesia in 1996. To date,
Haier has established subsidiaries in 13 countries, 8 design centres and 10 information centres
overseas. Table 2 represents Haier’s two major FDI modes.
Starting FDI overseas in Indonesia was a trial step for Haier’s internationalisation process
while progressing building a plant in the Philippines was another key step used in training
Haier’s multinational managers. When Haier started its Greenfield site in the U.S, those
managers, who had been well trained in the Philippines, were sent to the American plant. By
investing in the U.S. Haier realised their strategy of localisation through their triangular-
network in design, production and marketing. In acquiring an Italian plant further helped


QGRF: Qingdao General Refrigerator

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Haier to build their three important windows of opportunities and two possibilities of
expansions. The three windows are: window of information, window of technology, and
window of purchasing. The two expansions are expanding geographically from Italy to
European countries and; in products, from refrigerators to other electrical appliances.
Having been successful in exporting to a number of countries, Haier then began to engage in
FDI activities thus fulfilling the stages in the Uppsala model. The FDI of Haier was initially to
developing countries via the creation of JVs with local partners. After having established
operations in LDCs, Haier progressed to FDI in developed countries, such as North America
and Western Europe.
Table 2: Haier’s major FDI overseas
Year Country Mode Name
08/1996 Indonesia JV PT. Haier Sapporo Indonesia
07/1997 Philippines JV Haier LKG Electrical Appliances Ltd.
08/1997 Malaysia JV Haier Industrial (Asia) Ltd.
10/1997 Yugoslavia JV Yugoslavian Haier Air Conditioner Plant
09/1999 Iran JV Haier Mid-East Ltd. and Haier Iran Factory
02/2000 The US Greenfield/WOS* Haier Industrial Park
04/ 2001 Bangladesh JV Hayes and Haier Appliances Company Ltd.
05/2001 Pakistan Greenfield/WOS Pakistan Haier Industrial Park
06/2001 Italy Merger/WOS Haier Italian Refrigerator

Analysis and evaluation of Haier’s strategic


internationalisation

When the domestic electronic appliance market became more competitive, and therefore,
less profitable and foreign brands began flooding into China, it is understandable and sensible
for Chinese companies to start to think globally. Competition is the key driver for Haier to be
a pioneer in testing the global water.

Dawar and Frost’s survival strategy theory and Haier’s


internationalisation strategy
Dawar and Frost’s (1999) survival strategy theory of how local companies can compete with
giants offers a profound theoretical approach to analysing and evaluating Haier’s
internationalisation strategy.

Hailer’s positioning in exporting


Haier’s strategy when competing with world electronic giants in exporting was very creative.


JV: joint venture JV: joint venture LDC: less developed country WOS: wholly owned subsidiary

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They did not comply with the usual stage models.
(1) Stage One: a “defender”
Haier was founded in 1984 as a joint venture with imported production technology from
Germany based on a licensing agreement. From 1984 to 1991, globalisation pressure was
relatively weak. Haier was in its initial stage as a defender. Haier first imported advanced
technology in refrigeration from Germany and spent seven years building up a strong brand
name in refrigerator production through a well-planned quality control system. The plant
received the attention of the media when 76 inferior quality refrigerators were smashed just
after they went off the production line, which led to implementing Japanese TQC system and
progress to evolving its own management system but Haier’s export, however, was limited
and indirect through agents.
(2) Stage Two: a “contender”
Haier’s competitive strategy in exporting was as a contender, which was different from its
outward investment. It did not follow any former internationalisation models and routines. To
be more specific, Haier launched its internationalisation strategy by exporting very creatively.
That is their “first difficult, then easy” principle. In 1992 Haier first entered into the
developed economies by directly exporting to Europe, Japan and US markets, to obtain
prestige and to establish their brand. The use of contender’s strategy, having built a highly
desirable industrial image for their quality products enabled the company to compete globally.

Figure1: Haier’s positioning in exporting

Customised to Transferable abroad


Home market
High
Dodger Contender

Pressure to (after 1992) Competing with (1992) Direct exporting to


Globalisation international competitive developed MKT to
in the industry assets build international brand

Defender Extender

(1987-1991) TQC& national brand (after 1992) Competing with


(1984-86) Technology-learning international competitive assets

Low

Competitive assets High


TQC: total quality control

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(3) Stage Three: both a “defender” and a “dodger”
After 1992 Haier entered into other markets within developing or less developed countries
without obstacles as a strong defender in international markets. Enjoying the advantages of
extender strategy application on the one hand, Haier, on the other hand, applied a dodger
strategy at the domestic market to avoid price wars by using their integrated international
competitive assets to reform the Chinese household electrical appliance industry
fundamentally by leading it to a high standard and employing an innovative way towards
internationalisation (see Figure 1).

Haier’s position in FDI overseas


The past 16 years have witnessed the development of Haier into a world-famous brand
through the application of the internationalisation approach and its marketing strategies can be
summarised as the four stages shown in Figure 2.
Figure 2: Haier’s positioning in outward FDI

Customised to Transferable abroad


home market
High
Dodger Contender

(1998-2001) International brand (1999-2001) FDI in developed


& international alliances MKT
Pressure to
globalisation
in the industry

Defender Extender

(1984-86) Technology-learning (1991-1998) Diversification


(1987-1991) TQC (1991-1999) FDI in LDCs
Low

Competitive assets High

(1) Stage One: a “defender”


Haier was a defender at the first stage and mainly customised to the home market in
China. Haier diversified the product catalogue through acquiring several small
Chinese enterprises to avoid having all the company’s eggs in one basket.
(2) Stage Two: an “extender”
With the aim of building an international brand name, Haier started its multinational
strategic stage when its competitive assets (brand, TQC, etc.) were made to be transferable
abroad in 1996 through FDI and started to extend to LDCs: Asian neighbours, then to
countries in the Middle East and East Europe. At this stage of implementing the Uppsala

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model of internationalisation, Haier followed an extender strategy, using competencies
developed at home and starting to focus on expanding into markets similar to those of the
home base. At this stage Haier avoided investment risks, and also gained experience for its
further successful expansion into developed markets as a contender.
(3) Stage Three: a “contender”
Haier’s giant step forward in internationalisation was from 1999 onward by establishing
internationalised marketing networks, establishing Greenfield ventures and merging with
factories in developed countries, creating global information centres and setting up sub-
product-design sectors. They creatively implemented a local design, local production and
local sales approach. When establishing marketing networks, information and design centres,
Haier followed a contender strategy.
(4) Stage Four: a “dodger”
After they had upgraded their capabilities through the above three stages, especially by
integrating global resources from their overseas subsidiaries, design centres and R&D centres,
Haier built up their overall network world-wide. They could now compete with the world
giants in every corner in the world through an innovative and speedy response to market
opportunities to obtain its own niche market resulting in establishing Haier as an international
brand. At this stage, Haier conducted a dodger strategy at home. In the domestic market they
did not transfer their assets abroad but transferred their international competitive assets back
to China. It did not compete directly with its competitors. Instead Haier played a win-to-win
strategy by forming technological alliances both with competitors and world players in other
industries, for example, with GE, Whirlpool, Toshiba, and Microsoft.

Motives underlying Haier’s entry strategy and development


Haier developed their strategy through their uniquely customised approach when entering
each specific market at a specific time. The main motive underlying Haier’s
internationalisation is to achieve competitive-oriented foreign market-entry and development
(Young et al, 1989). “Only by actively taking part in global competition can we seize a chance
to survive,” said Zhang Ruimin (People’s Daily, 2000).
(1) Building permanent market position
Haier built their permanent market place through market entry or expansion to defend or
improve its market share. Haier’s exporting or other entry modes were all focused on building
a world-famous brand. They clearly declared that: “exporting to build a brand, not to earn
foreign currency”, “We are not selling goods, but goodwill”, and “Whenever Haier is
mentioned, the entire world will know about it”.
(2) Meeting or following competition
In response to competitors’ actions, Zhang Ruimin said on the Entrepreneurs Day (Zhang,
2001) that, “When foreign companies come to China, they do not come for a benevolent
purpose. They follow a very simple principle: the law of the jungle. Chinese enterprises must
not fail to be fully aware of this fact. If you treat yourself as a sheep rather than a wolf, you
will be a prey of a wolf; if you act as a wolf, you can compete for sheep with others (Zhang,
2001)”.
(3) Exchanging of threat

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Expending abroad is a response to competition within the domestic market both from
imports and local products. Haier started ‘taking the fight to the enemy’ by breaking into the
U.S. market using a combination of quality, price and local manufacturing (Bier, 2001). When
a fierce price war heated up in China among domestic manufacturers, it avoided this by
shifting domestic competition overseas through implementing a strategy of “first go out to
‘West Oceans’ (i.e. developed countries overseas), then to the ‘West Region’ (i.e. China)”.
They levered their international competence with advanced technology and management to
innovate their range of products and explore undeveloped Western China by building their
production bases countrywide.
(4) Following customers
Haier chose their market-entry in response to customers’ internationalisation. Their strategy
of overseas expansion was that “Where there is a market, there must be a factory”. They first
exported their products and franchised their technology and know-how. When the product-
market of their products exceeded “break-even” point, they started their Greenfield projects.
(5) Shaping the competition
“Since late last year, refrigerators rolled out of the spanking New South Carolina factory
sporting the Chinese brand name Haier as well as ‘Made in the U.S.A.’ tag” (Biers, 2001).
Haier’s acquisition of an Italian factory in 2001 was a milestone in Haier’s course towards
internationalisation. It not only acquired a white home appliance base in Europe, but also
possesses the conditions for participating in local manufacturers’ organisations and for
acquiring information. This has paved the way for achieving the goal of creating a world
famous brand by making use of local funds, intellectual resources and culture (Asinfo, 2001).
These achievements demonstrate that Haier has the technology and manufacturing capabilities
to make quality products and thereby compete with world consumer appliance giants, such as
GE, or Whirlpool even in the hyper-tough developed markets. Its outstanding achievements
have established it as a model for other Chinese manufacturers who used to feel inferior to
MNCs both in China and overseas. “In addition to a rising position and success, Haier also
has an important role in that it offers insight into China’s economic changes. As one of the
important household appliance manufacturers in the world, Haier has established subsidiary
companies in 13 countries and exports to 160 nations – marking an end of the first stage of
China’s economic reforms after the country’s isolation to the outside world” (Flannery, 2001).

Conclusion
Competition is the key driver and competitive-oriented foreign market entry is the major
motive of Haier’s internationalisation strategy to compete with world giants. Haier did not
follow any ready-made rules but implemented its survival strategies very flexibly both in its
exporting and FDI. It follows its customer timely, meets competition bravely to build a strong
market position and, exchanges threat and finally shapes the competition.
Going head-to-head against experienced international companies, Chinese companies, as late-
movers have to overcome a number of problems. They have neither the resources, nor advanced
technology nor sophisticated domestic customer base. Chinese managers do not have the

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internationalisation mentality because of their limited international exposure.
Haier is the front-runner in launching full-scale operations in participating in the
internationalisation process. “Our biggest challenge is not that we are backward but we are afraid
we may not be strong enough and only by actively taking part in global competition can we seize a
chance to survive.”(People’s Daily, 2000) Mr. Zhang’s words will encourage domestic enterprises
to bravely join in global competition in any industry whenever they feel they have a chance to win.

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